ABOUT

The BBC has been a trusted, global destination for news and entertainment since its inception in 1922. However despite its sterling reputation, it hasn’t traditionally been top of mind in the US market.

To change this, we started by recognizing that the BBC was essentially an outsider in the U.S., which on the surface might seem like a hurdle, but digging deeper, we identified the opportunity to position the BBC as a voice of objectivity in an otherwise polarized American media landscape.

So, instead of trying to tell viewers where to stand on issues, we created thought provoking content that piqued their curiosity, and encouraged them to find more on BBC platforms. Ultimately giving birth to the BBC’s first-ever US brand campaign "Made to Make You Think” - a full 360 campaign, including film, audio, digital, large-scale OOH and Times Square placements.

Each touchpoint of the campaign posed thought provoking questions that encouraged users to click through and find answers for themselves.

The effectiveness of the campaign was undeniable, with clickthrough, recall, and completion rates all well over benchmarks.